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Beyond Boom and Bust: Rethinking Tourism Policy for Sustainable Growth Tourism is often hailed as a key driver of economic growth, cultural exchange, and local development. However, the policies that govern tourism frequently exhibit a concerning pattern of binary thinking. Governments tend to swing between two extremes: aggressively promoting growth to attract as many visitors as possible, and then reacting defensively when the consequences of overtourism become apparent. During the growth phase, marketing campaigns strive for record visitor numbers, infrastructure is rapidly expanded, and local economies anticipate significant financial benefits from increased spending. Unfortunately, this celebratory phase often proves to be short-lived. As visitor numbers increase, destinations face mounting pressures, including overcrowded streets, strained public services, environmental degradation, and local communities being displaced from their neighborhoods. It is only then that policymakers react, implementing restrictions, quotas, or emergency management measures. This reactive cycle is not only common but also inefficient